I would like to do the project based on a product available in UAE called KOITA. It is a product of dairy and special healthy dairy. Its main competitors are Alpro and the local manufacturers. The website of Koita is www.koita.com

Deadline for submission is April 10. So will need it much before so I can go thru it and check Turnitin etc… I do not want to have the same issues as last time please.

It should be Harvard referencing, with at least 10 references. The English should be UK English

The assignment will contribute 100% of the assessment. It will be in the form of an essay and should be typed or word-processed; it should compriseno more than4,000 words.

Assignment task

You are to take the role of a brand consultant and develop a brand revitalisation strategy and a communication plan to generate better engagement for a consumer or corporate brand of your choosing (this could be the organisation you work for). Your strategy for revitalising the brand image will serve as a springboard for converting the engagement into new customers and more revenue, as well as retaining and building loyalty with existing customers.

Focusing on the market of onecountry or region (UK, UAE, North America, Singapore-Malaysia), you are expected to develop a corporate brand revitalisation strategy including a communications plan to generate engagement around the brand. The following are required:

1.  
   1. An executive summary of no more than 200 words.[5 marks]
   2. An introduction to the report specifying the chosen corporate brand, its business, the chosen country/region and a summary of key proposals made within the report.  [10 Marks]
   3. A situation analysis of the relevant industry/sector in the chosen country region (clearly identify this in the introduction) from macro and micro perspectives. This should result in the identification of key strategic issues with respect to the problems described in the background.  [15 Marks]
   4. Conduct a brand audit and develop a conceptual map for the brand (based on secondary research). Explain the key perceptions and associations of the brand and evaluate these critically (e.g. strength vs. weakness).  [15 Marks]
   5. Identify and describe the characteristics of the brand’s main current customers. Further, develop two profiles (personas) of potential target audiences (i.e. a group of people who are likely to be future customers), so that they can be targeted through a subsequent communications campaign. [15 Marks]
   6. Analyse the media landscape of your chosen market in relation to your two profiles from the preceding task – what media are available, what sort of reach and influence do these have on your profiles? Discuss specific media that are of relevance (e.g. Instagram, radio channels, specific trade magazines) instead of grouping them together (e.g. as social media).  [15 Marks]
   7. Propose a detailed communications strategy (start by specifying a set of objectives) on how you intend to engage these two targeted audiences with a view to ultimately recruiting them as customers/clients. Using the knowledge of your target audiences, their profiles, and your analysis of the media landscape, create a customer journey map for each profile to summarise and present your communications strategy – this will show what type of message, method, medium you will utilise to engage the audience (potential customers) at each relevant touch-point.  [20 Marks]
   8. Provide a summary of what relevant metrics and performance evaluation mechanisms you will incorporate into your communications strategy – you may use an augmented version of the customer journey map from the previous task to achieve this. [5 Marks]

Please treat this as a business report, and therefore whilst addressing all the requirements above, sections need to be succinct and impactful. Use well-structured paragraphs and include headings and sub-headings. Ensure that the sections are well linked to each other. Keep to the word limit of 4,000 words.

Consider the impact on the reader, please use creative/visual techniques to make and strengthen your arguments – e.g. infographics, graphs/charts, and mock-ups of social media pages or webpages.

You can use appendices if you wish, for supplementary information to the main contents of your report e.g. to show how a new and innovative marketing technique has been effectively used for another campaign – a point which you have made in the main body of the report but would like to supplement with the contents in the appendix. However, please do sojudiciously, and bear in mind that the marker has no obligation to award marks for your appendices. In other words, there is no benefit in having several pages of appendices because marks are, strictly speaking, awarded only for the contents of the main report.

Good use of references is essential, including academic articles, market research reports, and credible web-sources (referenced according to the University’s referencing guidelines). Use these to add credence to your arguments, to support your points, or illustrate your understanding of techniques, theories etc. However, there is no benefit in simply stacking-up references to support obvious points, or basic theories (e.g. 4Ps, Segmentation criteria etc).

As this is a business report, lengthy descriptions of basic theory do not add value. So, please use only brief descriptions, if needed. If you use an advanced theoretical approach (e.g. a framework proposed in a recent journal article) or refer to something very technical (e.g. DMP – Data Management Platform), then it might be worth providing a description or explanation for the benefit of the reader.

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